But even before the crisis came, the industry had Another problem: Customer satisfaction was dropping in America’s largest chains.
American customers were less satisfied with their restaurant experiences in the 12 months from April 2019 to March 2020 compared to the previous year, according to a report released Tuesday by the American Customer Satisfaction Index, which surveys consumers in different sectors. That could harm restaurants’ ability to attract customers again as they reopen.
“Before the pandemic hit, customer satisfaction with full-service and limited-service restaurants was headed in the wrong direction,” the report states.
The scores, measured on a scale of 0 to 100, showed that customers at full-service restaurants like Olive Garden and Red Lobster were slightly less satisfied with almost every aspect of dining in the survey period. Satisfaction with the accuracy of ordered foods decreased from 89 to 87. Food quality scores decreased from 87 to 85. Customers rated the courtesy and friendliness of staff at 84, compared to 87 the previous year.
They rated the reliability of mobile apps at 81, compared to 86 the year before. “With applications gaining more widespread use during shutdown periods and beyond, this does not bode well for the industry,” the report warned.
Satisfaction fell from 81 to 79 in overall full-service restaurant chains.
Several fast food chains also had lower scores.
Overall, fast-food restaurant satisfaction fell from 79 to 78, the lowest score in the category since 2015.
Lower scores could further hinder the recovery of struggling restaurants, according to the report.
“Chains with declining customer satisfaction … may have a harder time recovering and thriving in such difficult circumstances,” the report noted. “The more satisfied customers are, the more willing they are to increase their restaurant spending in the future.”
Now, as some restaurants begin to reopen, they face strict capacity limitations and rising costs. And many customers are unlikely to return to their pre-Covid eating habits.
Only a third of those surveyed in a recent poll said they plan to eat at restaurants as often as before the pandemic, Wells Fargo analysts wrote in a June note. About 21% said they would eat half of what they used to in restaurants.
A possible bright spot for independent restaurants? Customers who dine can choose them in chains. In the Wells Fargo survey, when asked where they would eat if their local favorites closed, 37% of respondents said they would visit another local location.
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